Alberta Business Marketing

Much has been written in the past few years on the topic of B2B branding. I find it the most rewarding aspect of branding and marketing planning, when it is done right.

Last week, I had the opportunity to moderate a panel on the topic of B2B branding; what does it take to win. I have to say that the quality of the panelists' discussion was top notch in terms or insight and expertise. The discussion lasted over 2 hours and easily could have gone on for several more…

A couple of first-hand observations that I took away from the panel include: 1) the agency turnout was stronger than client. This likely reflects the newness of the topic and the desire for greater expertise. 2.) The importance of internal branding was cited over and over again by the panelists (using a range of terminology) as the key factor for success in B2B branding. Considerations with internal branding and the connection to B2B branding success or failure included:(i) building trust with and through your employees in their one-to-one relationship with customers; (ii) the power of developing one voice through consistent internal and external communication; (iii) the absolute necessity to consistently delivering on the brand promise (key benefit) that you make through your people; and (iv) the importance of gaining buy-in from your CEO as you develop and refine your organization's B2B brand. Employee communication and education as well as connection to performance management systems were discussed in detail.

Several examples were provided by the panel and the audience of B2B brands failing to keep their promises and the tremendous opportunities presented when you get it right.

Has your organization had experience recently with B2B branding success or failure that relates to your internal brand?

By Patricia McQuillan, Brand Matters

Posted in B2B | | Comments Off

Much has been written in the past few years on the topic of B2B branding. I find it the most rewarding aspect of branding and marketing planning, when it is done right.

Last week, I had the opportunity to moderate a panel on the topic of B2B branding; what does it take to win. I have to say that the quality of the panelists' discussion was top notch in terms or insight and expertise. The discussion lasted over 2 hours and easily could have gone on for several more…

A couple of first-hand observations that I took away from the panel include: 1) the agency turnout was stronger than client. This likely reflects the newness of the topic and the desire for greater expertise. 2.) The importance of internal branding was cited over and over again by the panelists (using a range of terminology) as the key factor for success in B2B branding. Considerations with internal branding and the connection to B2B branding success or failure included:(i) building trust with and through your employees in their one-to-one relationship with customers; (ii) the power of developing one voice through consistent internal and external communication; (iii) the absolute necessity to consistently delivering on the brand promise (key benefit) that you make through your people; and (iv) the importance of gaining buy-in from your CEO as you develop and refine your organization's B2B brand. Employee communication and education as well as connection to performance management systems were discussed in detail.

Several examples were provided by the panel and the audience of B2B brands failing to keep their promises and the tremendous opportunities presented when you get it right.

Has your organization had experience recently with B2B branding success or failure that relates to your internal brand?

By Patricia McQuillan, Brand Matters

Posted in B2B | | Comments Off

This evening I will be presenting on Open Data and the City of Calgary’s efforts in this field at DemoCamp Calgary 16. It might be a bit of an odd presentation as I don’t have anything to demo, I’m not a programmer, and I don’t work for the City of Calgary. But I have been very involved on the political front with bringing this initiative to Calgary and I do have examples to share.

My goal for the presentation is to get the creative juices flowing for the coders and programmers and entrepreneurs in attendance. Basically I want them to start thinking about what amazing things they might be able to create once the City of Calgary opens up it’s data. Without them, this entire project is all but pointless. They will create the apps and tools citizens and academics can use to interact in a more meaningful way with Calgary.

Below is a list of all the sites we will visit during the presentation:

http://eaves.ca/2009/09/30/three-law-of-open-government-data/

http://resource.org/8_principles.html

http://djkelly.ca/2009/07/open-government-coming-to-calgary/

http://datasf.org/

http://data.octo.dc.gov/

http://www.toronto.ca/open/

http://data.vancouver.ca/

http://www.nanaimo.ca/datafeeds/

http://data.edmonton.ca/

http://www.data.gov/

http://vantrash.ca/

http://datasf.org/showcase/

http://www.railbandit.com/mobile-train-schedule.htm

http://www.route411app.com/

http://www.cleanscores.com/

http://sf.everyblock.com/

http://sanfrancisco.crimespotting.org/

http://userscripts.org/scripts/show/58190

http://www.appsfordemocracy.org/

http://outsideindc.com/bikes

http://www.nycbigapps.com/

http://yegdata.uservoice.com/forums/32787-general

http://blog.mastermaq.ca/2010/01/13/open-data-comes-to-edmonton/

I especially want to share this video from Apps for Democracy, which I think highlights a lot of the reasons why Open Data can be so important.

Apps For Democracy Community Edition from Peter Corbett on Vimeo.

Whether you just want a cool app to make your life easier, or you have higher ideals of a more open and transparent government, I think open data is a great place to focus our attention. Luckily the City of Calgary has been doing just that. We can expect the Administrtion report on Ald. Pincott and Ceci’s notice of motion in February.

Hopefully we’ll have some local developers ready to get their feet wet in the data soon after.

PS – Big thanks to Sarah Blue and everyone who helped organize tonight’s event for letting me participate and share a little about open data.

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Tags: Uncategorized
Posted in Alberta Business | | Comments Off

Fear not marketers and agency types. I am here to tell you that the future of our business is in good hands. I have just started teaching in the Communication Arts program at Seneca@York. And I'm pleased to report that I'm meeting young people who are working hard to break into our industry. They are passionate, creative, intelligent and hungry to learn.

The course I'm teaching is basically a workshop where students have 10 weeks to produce work toward building the perfect portfolio -- one they can take around to prospective employers. Or at the very least, Creative Directors who will give them an internship.

When I started in this industry, there were no courses at Humber or Seneca or Centennial for aspiring copywriters or art directors. I had no portfolio and wouldn't have known how to create one that would resonate with a Creative Director. I had a resume and the passion to break in and that was about it.

Today they have the passion but they have so much more. They have a place to learn. A place to prepare for "the real world". Although I have to tell you, the world they're living in is pretty real. If their work isn't up to snuff at the end of the 10 weeks, they don't pass and they don't get their internship. That's the real world they're living in. So it'll be interesting to see how the work develops and who makes the grade.

From what I've seen so far though, there's hope.

I'll keep you posted.

By Bryan Tenenhouse, Creative, The Tenenhouse Project

Tags: Human Resources, Marketing Talent
Posted in Advertising | | Comments Off

The excitement is building here in British Columbia as the Olympic torch heads towards its final destination in the Vancouver 2010 Olympic Torch Relay.  The Olympic Flame was lit in Olympia, Greece on October 22 and is now in British Columbia.

Nevertheless we should not forget that others around the world have their own celebrations at this time of the year.  On Tuesday all the Australians are celebrating Australia Day.

As the Daily Telegraph put it, Seriously, it’s all about fun.

It’s the legacy of 22 years in which we have become increasingly comfortable with our national identity, ever since the Bicentennial celebrations of 1988 when Sydney Harbour was full of tall ships in glorious full sail, the Mint was issuing commemorative medals, the Queen came to open our new Parliament House, and everyone rushed to Brisbane for Expo 88.

At the same time, the Hawke government insisted Australia Day be celebrated on the day itself, January 26, not the nearest Monday to create a long weekend for a long weekend’s sake. This also enabled Australians to embrace the day properly.

Thanks to the patriotic revival inspired by 1988 and invigorated by the 2000 Olympics, Australians are now confident in their sense of themselves, enthusiastic about the symbols of nationhood and more than happy to celebrate a bit of national pride with a steak sandwich and a beer.

You can find out more about Australia Day in several official sites.  Here’s to a great Australia Day to all our Aussie friends.

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Australia Day 26th January

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Tags: Australia Day, Olympic Flame, Opera House, society, Sydney
Posted in Alberta Business | | Comments Off